Coca-Cola is reaching out to mobile-savvy Hispanics with a campaign that leverages classic heartwarming holiday sentiments to promote emotional acts of kindness.

Building on the question: ?Have you made someone happy today?? Coca-Cola?s ?Haz a Alguien Feliz? campaign encourages celebrating the holiday season in the Hispanic community by doing a random act of kindness. It is an example of how marketers are overcoming the challenge of translating heart-warming sentiments to mobile?s small-screen world.

 

?Coca-Cola positions itself as a feel-good brand and this campaign is one of many that seeks to engage and spread good will with subtle sales messages,? said Jeff Hasen, founder and CEO of Gotta Mobilize, a Seattle marketing-consulting firm.

?Hispanics have long over-indexed on mobile use and are a major segment for Coke,? he saId. ?The company uses the phone to reach consumers in personal ways. Picture-taking and posting fits this audience?s lifestyle and interests.?

The campaign emphasizes that there is much more to the holidays than opening presents and that gifts that can make someone truly happy do not come with a price tag. Moreover, the holidays are the perfect time to share happiness with friends and loved ones.

?Our ?Haz Alguien Feliz? campaign recognizes that Hispanics over-index in mobile phone use,? said Melina Baetti, manager, brand and business communications, public affairs and communications, with Coca-Cola North America Group. 

?Our push to have fans take part by taking a picture and uploading to a social platform with the #HazAlguienFeliz hashtag shows the importance of mobile,? Ms. Baetti said. ?Using a smartphone to easily show and share one?s random act of kindness can help inspire others and raise awareness of the ?Haz Alguien Feliz? initiative.?

In the campaign, people are encouraged to post a picture with a written note of what their random act of kindness will be, or one showing how they have already made someone happy.

Using the hashtag #HazAlguienFeliz, participants can upload their photos to Facebook, Instagram or Twitter to spread joy during the holiday season. 

Social influencers from key Hispanic markets, San Antonio, Chicago, Los Angeles, New York and Miami will hit the streets to stir conversations and encourage people to participate in the celebration.

 

?Haz a Alguien Feliz? will take to the national stage Saturday with a one-hour television segment, ?La hora de la felicidad,? during Univision?s longest running program, Sabado Gigante.

The episode revolves around emotional acts of kindness showing the joy that simple acts can bring to individuals, regardless of their background, nationality or age.

In the spirit of the holidays, people across the nation are joining the movement, including television sportscaster Fernando Fiore, female empowerment advocate Nely Galán and top Latino social influencers Lance Rios and Camila Canabal. 

An online vignette shared via Facebook and Twitter will feature these influencers capturing the joy, smiles and positive impact that small acts have on everyday people.

 

The idea is that it is easy to surprise someone with an act of kindness, yet people get wrapped up in their everyday routines and forget they have the power to brighten someone else?s day. 

Atlanta-based Coca-Cola, of course, is no stranger to mounting heartfelt campaigns.

For instance, more than 30 years ago, its ?I?d Like to Buy the World a Coke? campaign became one of the most memorable and iconic ads ever, part of Coca-Cola?s ?It?s the Real Thing? campaign. 

This year, ?Haz a Alguien Feliz? keeps up the Coca-Cola tradition of excelling at creating memorable heartwarming moments, judging by experts? reviews.

?It's a good way to reach Hispanics via mobile and more specifically, this will resonate with Hispanic millennials,? said Melissa A. Clark, senior vice president for media at IMM, an independent digital ad agency based in Boulder, CO. 

?It's a feel-good initiative during the holiday season. It utilizes three major social channels for ease of participation, and gets social influencers involved which should help the program gain traction,? she said .

Nevertheless, the campaign has some flaws.

?How is Coke building the momentum around random acts of kindness beyond getting consumers involved such as making donations for every random act of kindness submitted, making a donation, and providing random acts of kindness?? Ms. Clark asked.   

And one pitfall of this approach is getting traction and participation during a very noisy, busy time of year.

 

Still, a number of brands have done well leveraging a sentimental approach to reach specific groups on mobile. Dunkin Donuts and Denny?s both have had success with Hispanic mobile campaigns. Starbucks and the Salvation Army have hit home runs with general groups. 

 

Coca-Cola?s accomplishments, along with those from Disney and Macy's, among others, suggest marketers are overcoming the challenge of translating heart-warming sentiments to mobile?s small-screen world.

From Disney?s Movie Anywhere mobile application that brings the Disney library of heartfelt moments onto a phone or tablet to Macy?s putting its signature letters to Santa program on the mobile Web, the evidence of improvement in creating a heartfelt vibe on mobile reflects marketers? realization that they need to personalize communications to better engage consumers. 

That need is owing to the intimate relationship people have with their phones and tablets. 

Brands have grasped that personalizing communications with relevancy can deliver a more meaningful response and depth of interaction.

And Coca-Cola is among those leading the way.

?Coca-Cola is wise to provide consumers choice on how to participate with the brand,? Mr. Hasen said. ?This is the latest example.?